Root Cause Analysis

The Root Cause Analysis (RCA) method is a simple but powerful solution for measuring and adjusting the customer experience right down to the smallest detail. In just four questions, you can establish the cause of the problem or the cause of the customer’s enthusiasm, enabling you to get straight to the essence of their needs.

Based on predefined KPIs such as NPS (Net Promoter Score), customer satisfaction or CES (Customer Effort Score), you produce a short, succinct questionnaire with a maximum of four questions. The RCA method is readily accepted by your customers because the questionnaire is short and relevant and the emphasis is on their own spontaneous, open explanations.

• Question 1: the customer experience metric The first question is about the KPI you want to measure (e.g. NPS, customer satisfaction or CES). An example might be: To what extent would you recommend company/brand/product X to friends/family/colleagues?
• Question 2: open feedback In the second question, the customer gets an opportunity to explain their response to the KPI. This is an indispensable step as the explanations provide you with valuable insights into strengths and opportunities for improvement.
• Question 3: Root Cause 1 In question 3, the customer states the category into which their open explanation best fits. This is Root Cause 1.
• Question 4: Root Cause 2 The fourth and final question is intended to enable customers to select the specific cause within the category. This is Root Cause 2. Within the ‘staff’ category, you can find out precisely where the root cause lies using this question.

The RCA method is readily accepted by your customers because the questionnaire is short and relevant and the emphasis is on their own spontaneous, open explanations.

The results of the RCA can be seen straight away on an online dashboard. This gives you a clear picture of which KPIs (per customer journey, service, product or department) to work on. Your staff can see action-based feedback and know precisely which customer need has the highest priority.